Good service is paramount. As long as the betting site offers good service, it grows like a snowball. Positive comments and friend referrals are the most effective advertising.
A good name is hard to find. Because all domains are already taken. Deriving a name like xxxbets will suffice.
Yes good service is very important and is the reason why many gamblers do go for a gambling platform where there is good features and utility that gamblers are in search of. Functionality is what makes a gambling platform superior to others if it has amazing features that is very attractive to users. Brand name is good but there is always need for good utility and features.
Indeed, functionality is really a must in a casino or gambling website. Having this incorporated to a gambking site could make the name of the casino more well-known. Perhaps this is one of the most effective ways to make a name in the industry because the people, particularly the players who have the first hand experience will do you a favor to spread about the good quality of service they experienced. It's like a word of mouth that spreads so fast.
Although establishing a brand is of importance too. This is where you will gauge customers to play in your website. Having both is still the best.